The Digital BrandHow F inancial Advisors

Jeremy Floyd Image used via Creative Commons License by Arthur Matsuo

Market to the Modern, Informed Client

with

p r e s e n t s

We Have 50 Minutes

1 . T H R E E M A R T I N I L U N C H I S O V E R

2 . I N B O U N D M A R K E T I N G I S K E Y

3 . B U I L D I N G Y O U R D I G I T A L B R A N D

4 . W H O , W H A T , W H Y A N D W H E R E

BIT.ly/Floyd-bpv

Getting clients is more difficulttimes they are a changin’

Imag

e sh

are

by D

epar

tmen

t of E

nerg

y Ed

Wes

tcot

t. Oa

k Ri

dge,

194

5

The Catalyst

Is this the right headline?

For This…

P O S T W W I I A N D

find graph showing industrial growth after WWII

And This

3 martini lunchesP R O S P E R I T Y&

It’s Swell, Then It’s Not

Adviser’s Organic Growth Rate AUM Growth Rate

F I N A N C I A L A D V I S O R S A R E F I G H T I N G M O R E F O R L E S S

source: kitces.com

Search Engines and Social MediaEmpowered consumers:

>>

C L I E N T S H AV E A M P L E I N F O R M A T I O N

A t T h e i r F i n g e r t i p s

Photo used under creative commons license by Johan Larsson

And They’re Connected

A N D T H E Y ’ R E C O N N E C T E D

Image used under Creative Commons license by Kool Kats and Cam Evans

B U Y A T E L E V I S I O N ?

B U Y A C A R ?

image used by creative commons license

G O T O T H E D O C T O R

image used under creative commons license via Seattle municipal archives

I f Y o u D o n ’ t L i k e W h at I s B e i n g S a i d , T h e n C h a n g e T h e C o n v e r s at i o n .

Why market digitally? INbound marketing

– A M Y H O W E L L , A U T H O R W O M E N I N H I G H G E A R

“If you don’t tell your story, someone will.”

Y O U R W E B S I T E I S Y O U R T O P S A L E S P E R S O N

content

video

Twitter

linkedin

slideshare

podcast

CONTENT PROVIDEScl i ents and prospects

Moment Of Need

Relevant Resultat the

Image used under Creative Commons license by TimeTrax23

The Long Tail

High competition Low

competition

Maturity in buyer’s journey

M a p t h e c u s t o m e r j o u r n e y

image by Heidi Blanton via creative commons license

Google and Shopper Sciences partnered to reveal the Zero Moments of Truth for the financial investment category and found that consumers research for two weeks or longer seeking an average of 8.9 sources of information“

What defines you?INbound marketing

=

values

purpose

promise

The world

The Brand Iceberg

Building Back Porch Vista’s Brand

Insert Core Ideology PosterOUR VALUES We care about our shareholders.We do the right thing, in spite of the noise.We never let up.We ask why. We get there together.

OUR PURPOSEWe believe you should retire well.Access your back porch vista.

Your day is filled with emails, phone calls, and a million other small tasks. TIMES LIKE THIS MAKE IT ALL WORTHWHILE.

Algonquin Provincial Park Ontario, CanadaWHAT’S YOUR VISTA?

Whether your vista is helping clients

reach their retirement destination,

or finding enough time to take your

own family on vacation, our goal is

to get you there.

Vaitape, Bora Bora

WHAT’S YOUR VISTA?Whether your vista is helping clients

reach their retirement destination, or finding enough time to take your own family on vacation, our goal is to get you there.

Swiss National Park Zermatt, Switzerland

Insert Kid Video

Bombastic boasts —"We are positioned to become the preeminent provider of XYZ" —do not constitute a position.

T H E S I S 2 4 , C L U E T R A I N M A N I F E S T O

imag

e us

ed u

nder

cre

ativ

e co

mm

ons

lice

nse

by

Mic

hele

Di T

rani

Define your voice.

I N T E R E S T I N G T O Y O U R C L I E N T S

Y O U R P A S S I O N

the voice that interests them is your voice

Who are you talking to?INbound marketing

- P E T E R D R U C K E R

“The aim of marketing is to know and understand the customer so well the

product or service fits him and sells itself.”

Tip no. 1 : Line them up.list common characteristics of your best clients

01 What are their hobbies?

how old are they?02

where do they l ike to vacation?03

Tip no. 2: Observe your clients.don’t outsource the important stuff

01 How do they make complex decisions?

How do they describe you to someone else?02

What concerns them most about making a poor f inancial decision?

03

Why do they think you are their advisor? 03

Tip no. 3: Build a buyer persona.define an ideal client

Basic demographics

quotes

why we matterobjectives

personality

life storyWhat is the age, sex, income,

marital status of your ideal client?

Are they analytical, spontaneous, enthusiastic, irrational?

Why do they “really” do business with us?

What is this person trying to accomplish and how are we uniquely positioned to help her?

What are some real quotes collected from client interviews?

Where did they go to school? How many kids? What do they enjoy?

What will you talk about?INbound marketing

– T E D J E N K I N , O X Y G E N F I N A N C I A L I N C .

“People weren’t as interested in hard-core, financial planning content as they were…

day to day lifestyle content.”

#SELFIE

ENGAGE

- A N N H A N D L E Y, C O N T E N T R U L E S

“Speak Human.”

EARN TRUSTWITH EVERY INTERACTION, YOU AREWHAT YOU SAY & WHAT YOU SHARE

BE FUN

BE INTERESTING

Where will you engage?INbound marketing

– D AV I D M E E R M A N S C O T T

“Instead of one-way interruption, Web marketing is about delivering useful

content at just the precise moment that a buyer needs it.” -

slideshare

TEXT MESSAGE - SMS

Responsive Web

Email engagement

Podcast

Maximize Each Piece Of Content

Image used under Creative Commons License via Nana B Agyei

The Ecosystem Of Advising Athletes

Plan Ahead

Photo used by Phil Whitehouse via Creative Commons License

To recap…

3 martini lunches are out

is in.INbound marketing

YOU&KNOWING WHO YOU ARE AND WHO YOU AREN’T, MAKES YOU,

BEING ABLE TO COMMUNICATE WHO YOU ARE IS YOUR BRAND.

=

values

purpose

promise

Know Yourself

A

Know Your Client

survey them

Line them up

build a buyer personaB

BE RELEVANTbe human

be engagingearn trust

be fun & InterestingC

slideshare

TEXT MESSAGE - SMS

Responsive Web

Email engagement

Podcast

Distribute Content Appropriately

Image used under Creative Commons License via Nana B AgyeiD

Request The Survival Guide

http://bit.ly/FA-Survival-Guidehttp://bit.ly/Floyd-BPV

R E C O M M E N D E D R E A D I N G

• New Rules of Sales and Customer Service, David Meerman Scott

• Start with Why - Simon Sinek

• Power of Why - Richard Weylman

• Content Rules - Ann Handley

• Anything Seth Godin

• Duct Tape Marketing - John Jantsch

The Digital BrandHow F inancial Advisors

Jeremy Floyd Image used via Creative Commons License by Arthur Matsuo

Janney Montgomery Scott Elite ConferenceJanuary 15, 2015

Market to the Modern, Informed Client

with

p r e s e n t s